Prequel

Prequel creates value by operating both sides of the programmatic advertising chain. On the demand side, it provides campaign management and optimisation tools for buyers; on the supply side, it connects publishers and app owners to monetisable demand through its exchange and managed monetisation services. This dual role allows it to capture economics from transaction flow, optimisation, and yield management. It also owns a small consumer app portfolio, which can generate direct advertising and in-app purchase revenue while adding proprietary audience reach.

Prequel is an Israeli private company operating a small-scale but vertically integrated digital advertising business. Based on the available product evidence, it runs a proprietary campaign management and optimisation platform for advertisers and agencies, an ad exchange and publisher monetisation stack for inventory owners, and a consumer-facing mobile app and game studio. Its core commercial activity appears to be programmatic advertising infrastructure and managed monetisation across web, in-app, connected TV, audio and podcasts.

The company makes money primarily by taking a margin or revenue share on media transactions flowing through its exchange and publisher monetisation products, and likely by charging against advertiser media spend through its demand-side workflow. A secondary revenue stream appears to come from in-app advertising and in-app purchases generated by its own mobile gaming portfolio. Customers therefore include advertisers, agencies, publishers, app developers and, on the consumer side, mobile game users.